Over 1,000 communicators from across the globe gathered at the Marriott Marquis Hotel in San Francisco this week for the IABC World Conference 2015. Gloria Lombardi reviews.
This week I flew from the UK to California. I rented one of the Airbnb apartments in the Bay area, rideshared with Lyft, drank coffees Americano from Starbucks and had lunches at Whole Foods Market. This year’s IABC World Conference 2015 couldn’t have a better theme, ‘Changing the Landscape: Informing the Future’.
More than 1,000 attendees and a variety of speakers gathered from across the globe to explore new ways of communicating, living and working. With over 80 sessions to choose from, not one day went by that I didn’t feel I could make interesting connections and learn something new.
The world began and will end with a story
For IABC APAC Director and Blogger Subhamoy Das, stories are the scaffoldings of business communications, but also of life. “We all live our lives through stories. We make sense of our world and our place in it through stories!”
As American novelist Reynolds Price once said: “A need to tell and hear stories is essential to the species Homo Sapiens – second in necessity apparently after nourishment and before love and shelter.”
After all, plenty of scientific studies have addressed the impact of stories on the brain. For example, the brain releases dopamine into the system when it experiences an emotionally charged event, making it easier to remember and with greater accuracy. A story also activates parts in the brain that allows the listener to turn that story in to their own ideas and experience thanks to a process called neural coupling. Another interesting field of research is around the cortex activity and how well told narratives switch on our senses, motions, and feelings.
But, anatomy aside, why are stories so important to communicators? Das’s answer is fivefold:
“Storytelling is the new differentiator; stories provide simulation – knowledge to act; stories provide inspiration – motivation to act; credible ideas make people believe; emotional ideas make people act.”
If you think that this is just a pile of wood, think again. Das cited a study sourced by One Spot, which indicates that 92% of consumers want brands to make ads that feel like a story. On this premise, Chip Heath & Dan Heath’s ‘Made to Stick‘ can be a useful read, which explores six principles of sticky ideas: simplicity, unexpectedness, concreteness, credibility, emotions and stories.
However, some of today’s most innovative stories are co-created – people tell their own stories, which are more trustworthy than any official company release. In the context of work, having staff who authentically share their narratives becomes a powerful means for employee advocacy. Read more